Amazon Brand Registry: Eligibility and Application Process

Apply to the Amazon Brand Registry
To complete an application, you will need to provide the following items:

1. An image of your product packaging with branding visible on the packaging.
2. An image of a product with your branding visible on the product itself.
3. Link to an active website that displays your brand or products.


List products without UPCs or EANs: Registering your brand enables you to specify an alternative key attribute that you can use to list your branded products instead of a standard product ID.


Apply to register your brand

Key attributes
During the enrollment process, you will be asked to select a key attribute. This should be an existing product identifier for your branded products. Once your application for the Brand Registry is approved, you need to provide a unique value for this attribute for each branded product. If you have UPCs, EANs, or JANs for your branded products , you can select one of these as your key attribute. You can also select one of the following as the key attribute:

Manufacturer Part Number
Model Number
Catalog Number
Style Number

A good key attribute is unique to the product and never changes.

It should be easily discoverable by your distributors and customers on your packaging, on your website, or in your catalog.

You can find a list of eligible key attributes by category below.



Ensure that the value for your key attribute is unique for all your products. If it is not unique, your products will not be registered in the Amazon Brand Registry; you will receive error messages when you create or update your products on Amazon, or you may not be able to list your products.
Eligible key attributes by category
The following table lists eligible key attributes by product category.


Product categories


Eligible key attributes
Auto Accessories, Beauty, Cell Phones & Accessories, Gift Cards, Health & Personal Care, Lighting, Office Products, Software & Video Games, Tires & Wheels, Tools & Home Improvement, Toys & Games, Watches,Part number, catalog number, UPC, EAN or JAN
Baby, Home & Garden, Industrial & Scientific (Lab & Scientific Supplies), Musical Instruments, Pet SuppliesPart number, catalog number, model number, UPC, EAN or JAN
Camera & Photo, Computers, Consumer Electronics, Industrial & Scientific (Fasteners, Food Service and Janitorial, Sanitation & Safety; Power Transmission; Raw Materials; Other), MiscellaneousPart number, model number, UPC, EAN or JAN
Clothing & Accessories, Handbags & Sunglasses, Luggage & Travel Accessories, ShoesStyle number, model number, UPC, EAN or JAN
Grocery & Gourmet FoodCatalog number, UPC, EAN or JAN
JewelryCatalog number, model number, UPC, EAN or JAN

Website requirement

Amazon requires an active website to validate your brand’s eligibility for the Amazon Brand Registry.

Your brand will be eligible for the Amazon Brand Registry only if it has a website or it is displayed in your company’s website.






Amazon Brand Registry Application

Thank you for applying for the Amazon Brand Registry.

If you did not already include images of your logo and branded packaging as part of your application request, we will follow up with an e-mail to upload images at a later date.

You will be contacted in the next few days regarding your application. At that time, we will request any additional information we need and will advise you as to how long the approval process will take. If necessary, we may request to set up a phone call to discuss your application.

If approved for the program, you may need to update your feeds so that new and existing products include your brand name and the unique identifying attribute that you identified during the enrollment process.

Thank you,
Amazon Services

One thought on “Amazon Brand Registry: Eligibility and Application Process

  • 2018-04-26 at 11:03 am

    Amazon Seller 준비 중입니다.

    브랜드 레지스트리와 관련하여 몇가지 궁금한게 있어 댓글 남기게 되었습니다.

    메일 주시면 연락 드리겠습니다.


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